Canadians and full-service investment brokers
Upscale Canadians 45+ invest in RRSPs, use convenience banking and full-service brokers.
-4.98 million Canadians (18%) use a full-service investment broker
-They tend to be older – 60% are age 45 or older
-Men (49%) and women (51%) are equally represented among Canadians using full-service investment brokers
-They are upscale – 7% of those using a full-service broker have a personal yearly income of $100,000 or more (2.6 times the national average with this income)
-86% have an RRSP, 33% have stocks, 21% have GICs, 19% have CSBs, and 15% have other bonds. Eight percent have investment real estate.
-73% did not contribute the maximum to their RRSP in the past year
-13% have changed the institution they use for investments in the past year
-36% have a total investment portfolio worth $100,000 or more, which is more than twice the national average having this level of investment
-38% have a telephone banking plan, 47% use an Internet banking plan, and 9% use Internet stock trading
-39% also use a bank/trust company for investments, 8% also use an insurance company for investments, and 4% also use a discount broker
-Radio (89%), TV (87%), daily newspaper (62%) and Internet (60%) are the top four media by yesterday exposure for reaching Canadians who use a full-service investment broker.
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
